Visuals and short statements describing my consultancy for the UN World Food Programme from May - August 2009.

1. World Food Programme Assignment
Feasibility of Segmented Markets
Eveline Roks
World Food Day, 16 October 2009

2. Eveline Roks
DSM Marketing Office
Consultant Product Launch

3. The
Assignment
Can we develop a diversified distribution model
for micro-nutrient powder that:
- targets different socio-economic classes
- considers all potential players in a country-
context
- uses existing and new distribution channels
- results in an effective coverage

4. The Journey
Bangladesh
Kenya

5. Bangladesh, Cox’s Bazar Refugee Camp
What is the face of poverty?
Be Humble

6. Bangladesh, victims of Cyclone Sidr
How do current MNP programs work?
There Are Plenty Of Difficulties In MNP Programs That Are Running Well

7. Stakeholder meetings
What is the role of Governments, WFP, UNICEF, UNHCR, implementing partners, NGOs, private sector, etc.?
We Need A Holistic Business Model And All Stakeholders Should Be Aligned

8. Retail Study
How does retail work in rural Bangladesh?
There Is A System In Place That We Can Tap Into And Should Not Ignore

9. Bangladesh, MoniMix and Danone-Grameen
How do existing commercial activities build their business and make money?
There Are Still Large Gaps In Who Is Served. Other Companies Face Difficulties As Well. Partnerships Are The Way To Go.

10. Kenya, Kakuma Refugee Camp
Why do refugees not like MixMe?
We Need A Consumer-Centric Approach

11. (Social) Marketing and Advertising Firms
How do we market products for the poor?
Not As Products For The Poor. As Aspirational Products. Segment Right. Think Product Portfolio, Not Single Solution.

12. Kenya, Sprinkles in Nyando
How does a semi-commercial MNP distribution to poor rural families work?
Public-Private Partnerships Are A Good Way To Increase Access To High-Quality Nutrition Solutions Where They Are Needed Most

13. Impact on
WFP and DSM
Short term, WFP country offices:
• Bangladesh - learning from a commercial approach
to launching a product for nutrition programming
• Kenya - increased uptake of MixMe
Longer term, DSM and WFP HQ:
• Proposed business model and distribution model
for DSM Nutritional Products
• Experiment with voucher system together with
WFP

14. Thank you for your interest
Read more on http://evelineroks.wordpress.com or contact Eveline.Roks@dsm.com
World Food Day, 16 October 2009